Nvidia has led the way to bring us strobing backlights (LightBoost) on monitors, and now they are introducing variable refresh rates (G-Sync) to monitors. These are basically the 2 largest improvements to the way LCD monitors function in the last decade. I'm not sure how you can term either of these as "gimmicks" since they are tangible improvements to the user experience. If it's any consolation variable refresh rates will be part of the display port 1.3 spec which should be approved in a few months. Some time later this year or early next variable refresh rate should be standard on all monitors sold using the display port 1.3 standard. AMD has claimed this should more or less be equivalent to G-Sync, so G-Sync will be essentially available to all within a year.
I'm personally brand agnostic. I'd love for AMD to introduce big improvements to the way monitors function as well. It all trickles down hill which leads to an improvement for everyone in the long run. This is seems unlikely to happen soon though since AMD seems to be focusing all their resources on mantle at the moment. Mantle will also be a big deal since it will force Nvidia to push the for existing standards to match mantle. We'll all benefit in the long run. I can only imagine AMD's mantle will also have a year to itself before it's no longer the only game in town.
Frankly both of these "advancements" are only happening because AMD and Nvidia are pushing things monitor manufacturers and API developers should have already been doing. LCD manufacturers were content to just sell ever so slightly improved monitors and collect their margins, and Microsoft has been more concerned with their game consoles then pushing directx forward. However we are finally seeing movements forward, it can only be a good thing for everyone.
I'm personally brand agnostic. I'd love for AMD to introduce big improvements to the way monitors function as well. It all trickles down hill which leads to an improvement for everyone in the long run. This is seems unlikely to happen soon though since AMD seems to be focusing all their resources on mantle at the moment. Mantle will also be a big deal since it will force Nvidia to push the for existing standards to match mantle. We'll all benefit in the long run. I can only imagine AMD's mantle will also have a year to itself before it's no longer the only game in town.
Frankly both of these "advancements" are only happening because AMD and Nvidia are pushing things monitor manufacturers and API developers should have already been doing. LCD manufacturers were content to just sell ever so slightly improved monitors and collect their margins, and Microsoft has been more concerned with their game consoles then pushing directx forward. However we are finally seeing movements forward, it can only be a good thing for everyone.